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Navigating the Evolving Media Landscape

Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications. This content is currently available for event attendees only until 11/30/23.

Member Only Access

ATTENTION 2023

  • Posted: July 11, 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

Unlocking the New Currency of Attention

  • Posted: July 6, 2023

This presentation focused on the implications of attention for advertisers, and how we can start applying these insights from a planning and buying perspective. Although viewability has become a proxy for attention, just because an ad is considered viewable does not mean eyes on ads. Viewability isn’t necessarily a true indication of attention – it can be quite arbitrary, and we need to go beyond that to the better and more accurate representation of those natural attention behaviors.

Getting Creative Right: The Dynamics of Interactive Video Ads

  • Posted: June 20, 2023

Over the past two decades, Duane Varan of MediaScience has conducted more than 100 studies about video advertisements that have interactivity features. “We know that interactivity is physiologically more arousing; people are more engaged, and that translates into better memory,” he said. “So, we know that interactive ads work, but now the question is: Why do they work, (and not) what we can do, but what we should do.”

THE LAST WORD

  • Posted: June 16, 2023

Julia Johnston (Comscore) moderated the closing remarks with panelists Edwin Wong (Vox Media), Josh Chasin (VideoAmp), and Cole Strain (Samba TV). The group offered differing perspectives on the panels presented on day two of AUDIENCExSCIENCE 2022. Some topics of discussion included effective ad length and appropriate platforms, quality of measurement, the industry’s openness to new standards and the emerging team approach to problem-solving.

Building the Ultimate Ad Experience

  • Posted: June 15, 2023

The presenters were given an opportunity to break legacy rules and reimagine the ad experience from the ground up. Making the ad experience should be as enjoyable as the content itself and as effective as possible for marketing partners.

MISFITS: How Creativity in Advertising Sparks Brand Growth

  • Posted: June 15, 2023

The advertising industry needs more support in its efforts to harness creativity. Pointing to a Cannes-Lions State of Creativity report statistic—just 20% of brand leaders feel confident they can convince CFOs to invest in high-quality creative work—Adam Sheridan of Ipsos believes his research can help agencies and brand managers overcome barriers to adopting and promoting quality creative. He offered insights from his upcoming book, MISFITS: How Creativity in Advertising Sparks Brand Growth.

Concurrent Track Panel Discussions: ATTENTION MEASURES

  • Posted: June 15, 2023

These presenters were all true believers in the value of attention. Their key takeaways from the presentations in this track were:

  • Attention is “ready for prime time,” as Marc Guldimann (Adelaide) put it. It has risen to prominence in the industry’s agenda and expects it to spread into media mix modeling and programmatic. Attention, he believes, should free the industry from “invasive” attribution practices by giving advertisers confidence in the quality of the media they are buying.
  • Jon Waite (Havas) was encouraged to see attention move from theory to practice for optimizing campaigns. He believes that the focus on attention would encourage publishers to improve experiences on the web, which, in turn, would lead to better results for brands.
  • Mike Follett (Lumen) cautioned that there was still much to learn about attention in different contexts, flighting, frequency, differences between B-to-B and B-to-C, the role of creative and long-term effects. What he found interesting in Joanne Leong’s presentation (to which he contributed) is the possibility of developing models that can predict attention for any campaign.
  • Publishers have come up with innovative formats to optimize for attention on television, according to Kelsey Hanlon (TVision).

 

There was some disagreement among the panelists about the prospects for an attention currency.  Marc saw it as an “obvious next step.”  Mike regarded attention as more of a buy-side “trading tool.” Jon said that it will become a key planning metric for Havas.

ATTENTION 2023

ATTENTION 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

Member Only Access
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